Archive for February, 2007|Monthly archive page

A new grocery chain has begun to open throughout the Greater Greenville area; Charlotte, NC-based Bloom.

Before I ever set foot in one of their stores I became familiar with their logo. This is not a logo that impresses me. The name is set in trendy, web-inspired lowercase but the typeface betrays this casual approachability with it’s hard-edges. Why not use a face with a softer, more inviting appearance? The icon, too, irritates me. I see less plant bloom and more vortex or abstract geometric shape.

Another judgment I made before shopping this new store was the physical building itself. The exterior is dull and uninviting. As I watched them construct it, I kept waiting/expecting there to be a more dynamic addition—windows, arches, graphics. Something more than sandstone-colored blocks.

And I’d be happy to end my relationship there, on the surface with first impressions. If only the shopping experience weren’t so good. The store is well laid out, brightly-lit with wide, navigable aisles. The shopping carts have maps of the store on them, good for first time visitors and a friendly reminder for regulars.

One thing that sets Bloom apart is their membership system. Members receive a 1% rebate on the total purchase of each visit. This “cash back” comes in the form of a gift card good at the store. Also available to members are individual price scanners. I love being able to keep track of my items and total. It is great for those shopping on a budget. It works seamlessly with the self-checkout registers.

All-in-all, Bloom will get my business and I hope they succeed. It will give them a chance to refresh their still young brand.